After a year defined by growth, experimentation and collaboration, Tourism Sun Peaks (TSP) is looking ahead with a focus on consistency and long-term impact. Speaking during TSP’s Annual member meeting, executive director Naomi Kerchinsky highlighted 2025 as a turning point, a year that was “big, messy and uncomfortable,” but ultimately necessary to move Sun Peaks as a destination forward.
“When I took time to reflect this weekend, what I’m most proud of is how we grew this past year and how we did it,” Kerchinsky said. “That growth included energizing conversations and some hard ones, but it was necessary.”
Building a stronger, more connected team
Over the past year, TSP brought together long-standing staff and new hires, blending institutional knowledge with fresh energy. The organization attracted professionals from tourism, hospitality and finance, while also collaborating with creators, academics and event experts.
That internal growth extended outward, with teams pushing into the village to connect with residents, businesses, stakeholders and visitors.
“All of this is about shaping culture and expanding what’s possible here,” Kerchinsky said.
At the heart of TSP’s work is a broader vision: transforming Sun Peaks into a vibrant, year-round mountain town that is economically viable, culturally alive and resilient beyond winter, Kerchinsky said.
While winter remains the destination’s strongest season, Kerchinsky emphasized that long-term sustainability depends on growing the shoulder seasons.
“The real work happens in the softer seasons,” she said. “It takes patience, but that’s what shapes the future of this place.”
Sun Peaks Centre Stage and the power of events
One of the clearest examples of that investment is Sun Peaks Centre Stage, according to Kerchinsky. Once underutilized, the space has been updated to be a functional outdoor venue capable of hosting concerts, cultural programming and culinary events.
“The centre stage is more than just a concert site,” Kerchinsky said. “It’s a platform for sport, art, culture and community.”
After testing the waters in 2024 with major performances, 2025 focused on scaling, intentionally building credibility and attracting partners eager to align with the venue. Looking ahead, TSP is working with the municipality to further strengthen the venue through Resort Municipality Initiative funding over the next three years.
“Building on that foundation now in place. Momentum this year came from action. It came from pushing conversations forward and advocating for opportunities that extended the destination’s reach.”
TSP’s momentum extended beyond events. One of the most notable moments of 2025 came when Sun Peaks hosted a Netflix production during peak season, a decision that initially seemed unlikely due to operational strain.
“The first answer was no,” she said. “But we didn’t stop there.”
By continuing the conversation, the opportunity moved forward ultimately generating global exposure, local employment and renewed pride in Sun Peaks. Within weeks of release, the film reached millions of viewers and ranked number one in several regions.
The ripple effects are already visible, Kerchinsky said, including increased global awareness, sustained media attention and a rise in destination inquiries, even from non-skiers.
Culinary success and enhancing the visitor experience
TSP is also promoting Sun Peaks as a culinary destination. Tickets for the Savour Culinary Festival sold quickly, with 80 tickets sold in just five days, a significant increase from the previous year.
The upcoming festival will feature celebrity chefs, B.C. wine experiences, village-wide collaborations and a month-long passport program designed to encourage guests to explore local businesses.
“That kind of response shows momentum following movement,” Kerchinsky said.
TSP also focused on destination management, not just attracting visitors, but ensuring meaningful experiences once they arrive.
In response to rerouted travel during the Jasper wildfires, the organization introduced free walking tours led by longtime local Colin Cannon. The tours provided international guests with a deeper sense of place while encouraging longer stays and village exploration, Kerchinsky said.
Participation grew from 1,400 guests in 2024 to 2,348 in 2025.
“This is destination management in action,” Kerchinsky said.
Community at the core
Despite the focus on growth, Kerchinsky emphasized that community health remains central, especially as Sun Peaks navigates conversations around short-term rentals, noise bylaws and large-scale events.
“Our greatest strength is our community,” Kerchinsky said. “The challenge is balancing vibrancy with livability.”
That balance, she noted, is essential to ensuring residents feel supported rather than displaced by tourism growth.
Looking forward, TSP’s primary goal for 2026 is consistency.
“We did a lot of building and movement this year,” Kerchinsky said. “Now it’s about delivering intentionally, year after year and growing from a strong foundation.”
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